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Social Media & Engagement Marketing Sara Brueck Nichols June 30, 2010

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Objectives <ul><li>What are you expecting? </li></ul><ul><li>What do you want to end up with? </li></ul><ul><li>What do you hope to know in 120 minutes that you don’t know now? </li></ul><ul><li>Where are you coming from? </li></ul>

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Forget what you know. Conversation Media Portability

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Talking TO

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07/01/10 Footer Text Talking WITH

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Footer Text Why Social Media Matters

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How do you get started? <ul><li>Use It. </li></ul>07/01/10 Footer Text

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Done it? <ul><li>Sent/received a text </li></ul><ul><li>Read a blog </li></ul><ul><li>Posted a status update on Facebook </li></ul><ul><li>Posted a link on Facebook </li></ul><ul><li>Searched yourself on Google </li></ul><ul><li>Created a LinkedIn profile </li></ul><ul><li>Joined a LinkedIn group </li></ul><ul><li>Commented on a blog </li></ul><ul><li>Subscribed to an RSS feed (and read it) </li></ul><ul><li>Answered a question on Twitter </li></ul>

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Done it? <ul><li>Used Google alerts </li></ul><ul><li>Written a blog </li></ul><ul><li>Had a conversation with a brand online </li></ul><ul><li>Used a photo-sharing service </li></ul><ul><li>Participated in a webinar </li></ul><ul><li>Accessed the Internet from a cell phone </li></ul><ul><li>Used a social bookmarking site </li></ul><ul><li>Shared information you got from somewhere else </li></ul><ul><li>Developed a new passion/insight/appreciation </li></ul>

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How do you use it?

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Getting Started <ul><li>Evaluation </li></ul>

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Footer Text If you don’t know where you are and where you are going, you won’t know if you have arrived and how successful you’ve been.

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Getting Started <ul><li>What are your objectives/purpose? </li></ul><ul><li>What is working? Why? </li></ul><ul><li>What are your concerns? </li></ul><ul><li>How well do you know your audience? </li></ul><ul><li>Do you have stats about your web traffic? </li></ul><ul><li>How will you define success? </li></ul>

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Ask Yourself… <ul><li>How good are we at listening? </li></ul><ul><li>How compelling is the story we want to tell? </li></ul><ul><li>How big is our universe? Where are they? </li></ul><ul><li>How much of our time is social media worth? </li></ul><ul><li>What are our competitors doing? </li></ul><ul><li>Who are the brands we want to emulate? </li></ul>

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Plan: Audience <ul><li>Who are you trying to reach? </li></ul><ul><li>Where are they on the social web? </li></ul><ul><li>How do they use the social web? </li></ul><ul><li>What do they want? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How well do they know you? </li></ul>

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Where is Your Audience?

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Plan: Objectives <ul><li>Brand </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><li>Members/Customers </li></ul><ul><ul><li>Recruitment/retention </li></ul></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Service/support </li></ul></ul><ul><li>Financial </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><li>Other? </li></ul>Awareness Education Action

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Plan: Strategy <ul><li>Create your plan </li></ul><ul><li>Listen and Monitor. </li></ul><ul><li>Pay Attention! </li></ul><ul><li>Participate </li></ul><ul><li>Share content </li></ul><ul><li>Network </li></ul><ul><li>Spread awareness/generate buzz </li></ul><ul><li>Call to action </li></ul>

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Plan: Tools/Tactics <ul><li>Monitoring </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul>

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Tips <ul><li>10 Things to Keep in Mind </li></ul>

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Don’t Forget <ul><li>Keep your objectives in mind. </li></ul><ul><li>Get involved. Contribute. </li></ul><ul><li>Think BEFORE you Tweet/Post/Comment. </li></ul><ul><li>Integrate campaigns </li></ul><ul><li>Don’t fall into the “One” trap </li></ul><ul><li>Be in the right place at the right time </li></ul><ul><li>Have a clear message </li></ul><ul><li>Content IS CRITICAL </li></ul><ul><li>Be confident, transparent and honest </li></ul><ul><li>BE HUMAN </li></ul>

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Resources & Contact Info. <ul><li>Social Media Club </li></ul><ul><ul><li>SLC http://smcslc.org </li></ul></ul><ul><ul><li>Utah Valley http://smcuv.org </li></ul></ul><ul><li>Utah Pulse </li></ul><ul><ul><li>Social Media Minute </li></ul></ul><ul><li>Mashable.com </li></ul><ul><li>ChrisBrogan.com </li></ul><ul><li>DuctTapeMarketing.com </li></ul><ul><li>CodellaMarketing.com </li></ul><ul><li>@codella </li></ul><ul><li>@erinannie </li></ul><ul><li>@seethaler </li></ul><ul><li>@janetfrasier </li></ul><ul><li>@dsgold </li></ul><ul><li>@smcslc </li></ul><ul><li>@smcuv </li></ul><ul><li>Sara Brueck Nichols </li></ul><ul><li>LinkedIn.com/in/ SaraBrueckNichols </li></ul><ul><li>@CandidMarketer </li></ul>